For SEOers it is vital that each of these pages is different*.

*different being
No generic metadata.
No duplicate content
No generic image names
No generic copy.

For usabilty and SEO it is important to have information on the product displayed on the page. If you have 30+ products of a similar nature, this is more difficult than it sounds. The content needs to be keyword focused pushing that particular product.
The product title needs to reflect the products individual terms rather than a generic e.g. batman deluxe costume instead of batman costume1 batman costume 2. This adds to the user experience and also means that 2 of your pages aren’t competing on exact terms.

you maybe thinking that successful retail sites such as amazon.com and play.com don’t practice this strategy, and you’d be right, however they have something you don’t, millions of pages, millions of backlink, millions of affiliates and more content than you can shake a stick at. They don’t need to focus on keywords, they naturally rank well.

However focusing on long tail keywords can often show you your marketplace and the potential of keyword focussing.

Recently I did some keyword research for a client of mine, looking to sell shoes online. He makes great margins and was looking at the best way of selling. He had a problem. He only sold mens leather shoes.
So I took off doing KW research looking at competition for his terms.
Now this is what I found, type in “mens shoes” into google and/or look at the keyword tool. Apparently the term gets 1.5 million local searches per month!

As you’d expect, the big boys schuh, asos etc were ranking for that term, they have more money and people to throw at SEO than my client (sadly) I then looked for “leather shoes” which gets roughly 800,000 monthly searches (still a lot) and the sites ranking were small companies occupy the space, no big brands, no high street stores. Just independant companies.

The big boys tend to ignore the lesser keywords, and Google tends to benefit this set up. By that I mean, you wouldn’t get a brilliant user experience if one site was ranking organically for every variation of a given term I.e. if Schuh ranked for every shoe term, Google could seem bias by ranking mega brands everywhere.

Google’s willingness to give users choice over different terms gives you the opportunity to get a slice of the pie, and forces big brands to focus on the big terms and you get the crumbs, potentially large crumbs.

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